Account Based Marketing Manager

Account Based Marketing Manager (Construction 70%, Automotive 30%)

Location: Coventry

Hybrid - 2 days in HO and 3 days WFH

Reporting to: Head of Digital

My client is looking for an experienced B2B Marketing Manager to work as an Account Based Marketing Manager to drive growth across a defined set of target accounts, with a primary focus on Construction and a supporting focus on Automotive. This is a commercial, programme-led role built around expanding existing relationships, opening doors into new divisions, and accelerating cross-selling opportunities.

You will work together with Sales, Delivery leads, and subject matter experts to build account plans, develop messaging by persona, run multi-touch campaigns, and measure what actually moves pipeline. It needs someone strategic enough to design a repeatable ABM approach, but hands-on enough to execute.

Key Responsibilities

Account Based Marketing strategy and ownership

Own the ABM approach end-to-end, including annual planning, budget, campaign calendar, and performance reporting

Build and maintain an agreed target account list (tiered where relevant), aligned to growth objectives and capacity

Create account playbooks that translate services into clear value by sector, buyer persona, and use case

Identify whitespace opportunities in existing accounts (new services, new stakeholders, new regions, new frameworks) and convert them into structured campaigns

Account growth, cross-sell and commercial alignment

Partner closely with account owners to build 90 day and 12-month account growth plans that support cross-sell and upsell

Create and maintain sales enablement assets that make it easier for sales teams to open conversations and stay credible (one-pagers, short decks, capability summaries, email sequences)

Campaign delivery across channels

Design and run multi-channel ABM campaigns (LinkedIn, email, targeted content, events, partner activity) with clear intent and measurable outcomes

Develop content plans that map to account stages (awareness, consideration, conversion, expansion) rather than generic posting

Coordinate subject matter input into short, usable content (insight posts, mini case studies, thought leadership, webinar themes) without slowing the business down

Work with partnerships and industry bodies where relevant to improve access to priority stakeholders in target accounts

Events, workshops and account activation

Plan and deliver account-focused activity such as executive briefings, client workshops, lunch-and-learns, webinars, and conference programmes

Manage end-to-end delivery including invites, follow-up, and conversion into meetings, opportunities, and next actions

Build repeatable "event-to-pipeline" workflows rather than one-off marketing moments

Data, reporting and continuous improvement

Track and report ABM performance using clear metrics (account engagement, contact growth, meetings set, pipeline influenced, revenue impact)

Maintain clean campaign attribution and structured reporting through CRM and marketing systems

Run regular reviews with Sales to refine target accounts, prioritise activity, and focus effort where it's working

Continuously improve messaging, sequences, and asset performance based on evidence, not preference

Agency and supplier management

Brief, manage, and quality-check external partners (design, content support, web, PR, paid social) where needed

Ensure deliverables align with brand standards and ABM objectives, and remain commercially grounded

Essential Skills and Experience

Strong experience in B2B account-based marketing or highly targeted B2B marketing, ideally within engineering, construction, automotive, or professional services

Proven ability to drive account growth, expand relationships, and support cross-sell through structured marketing programmes

Confident working with sales teams on account planning, messaging, and pipeline progression

Evidence of running multi-touch campaigns with clear measurement and commercial impact

Strong copy and messaging capability, able to translate technical services into clear outcomes for different buyer personas

Practical experience with LinkedIn as a channel for B2B growth (organic and campaign-led), plus email and content workflows

Comfortable with CRM and reporting (Salesforce experience is useful), including tracking engagement and pipeline influence

Event and workshop experience, particularly where the goal is account progression rather than generic attendance

Desirable

Experience creating sales enablement packs and account-specific collateral

Graphic design capability (Adobe Creative Suite or equivalent) is a strong advantage, but not essential if you can direct quality work

Personal Attributes

Commercial and pragmatic, you focus on outcomes and momentum

Structured and organised, able to manage multiple account programmes without losing grip

Confident with senior stakeholders, and comfortable working across Sales, Delivery, and leadership

Curious enough to learn technical services quickly, and disciplined enough to turn that knowledge into simple messaging

Self-starting and accountable, you do not need constant direction, but you collaborate well

If you're motivated by measurable account growth, enjoy working closely with sales teams, and can turn specialist technical capability into credible campaigns that drive pipeline, please get in touch.

INDCP